Taking the casual approach
Refreshing the Don’t Trash Arizona campaign meant catching the attention of 18- to 34-year-old men—the most frequent litterers. Neon colors combined with casual slang to gain interest through print, broadcast, and rolling ads, online and through social media. On the day of launch, during Earth Week, three Phoenix-area mayors worked Whataburger drive-thru windows to talk with patrons about trash disposal.
The pay off in Trash Talk
The campaign earned extensive local media attention, saw one-day Facebook impressions hit 10,000 (up from 661 the day before) and increased site traffic by 8% over the previous month. That’s a success in our book, yo.